Spain – Osborne

1866/ Brandy as never seen before

Challenge

When Osborne developed a new transparent packaging for its ultra-premium 1866 brandy, they also needed a new brand strategy to communicate that while the brandy remains a classic reference in its class—a luxury product with an intense flavor borne of approximately 12 years of aging, and a production process with a system of criaderas and soleras with 16 scales—it also occupies a modern space. In tandem with its new packaging, they sought to improve brand knowledge of the product, especially among 43 to 53 year-old consumers who seek out the highest quality, expertly crafted spirits.
Client
Grupo Osborne
Capabilities
Brand Strategy

Brand Video

Key Visuals

Photography

Brandbook
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Solution

Keeping in mind the fact that this brand is a classic, we helped to develop a new creative identity for the Spanish and export markets, that includes storytelling and a video that expresses that this brandy is the pinnacle of luxury in the world of brandies. In Spanish the creative campaign hinges on the expression “Como siempre, como nunca”, which in English we render “Brandy, as never seen before.” This shift will appeal to local and international brandy consumers who value the storied history of the brandy and on a quest for new, enriching experiences.

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Brand Strategy

The radical change in 1866’s packaging made the perfect springboard for a new brand strategy. Seeing their desire to remain seated in the traditional world of brandy, and never losing sight of their more than 150 years of history yet with new visual codes, and keeping in mind their ideal consumer from 43 to 53 years of age, we developed the creative phrase, “Brandy as never seen before” (Como Siempre, Como Nunca in Spanish).
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Brand Video

The brand video begins with the traditional colors and codes of brandy, with wood representing the multiple casks in which it is aged, and moves into more translucent hues to reveal the color and quality of the brandy, and ends with the new, transparent bottle surrounded by a gleaming series of crystals that represent the 16 scales it passes through before bottling.

Key Visual

The new, crystalline bottle appears on a wooden surface, calling back to tradition, while displaying its perfect serve, a glass of brandy with a single ice cube. The bottle is surrounded by crystal columns going from smallest to largest, representing a new look at a traditional brandy with a tip of the hat to the 16 scales of 1866’s production process.
Key Visual

Photography

Whereas the codes of brandy are often dark, in homage to cellars and the amber color of the liquid, in photos, DAf chose to highlight the play of light at every stage, from the barrels to the cellar, to the way it plays on the distiller’s hands. The light is warm, reminiscent of the color of 1866, luminous as it is poured and in the glass.
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Brandbook

DAf developed and designed the brand book for 1866, including the brand essence, DNA, voice, customer profile as well as logo, style guide and typographies.
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MAKING OF

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Brandy as never seen before